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. Last Updated: 07/27/2016

Yava Zolotaya Ad Campaign to Go National

Spurred by dramatic success in the Moscow market, British American Tobacco will expand its billboard advertising for Yava Zolotaya cigarettes to six more Russian cities, BAT officials said Tuesday.

"We have no doubts that our results in other cities will be as good [as in Moscow]," Leonid Sinelnikov, general director of the BAT-Yava factory, said.

Huge billboards will appear later this month in St. Petersburg, Nizhny Novgorod, Rostov-on-Don, Krasnodar, Voronezh, and Yaroslavl, company officials said.

BAT's decision to tap more of Russia's estimated 220 million person cigarette market comes on the heels of Yava Zolotaya's strong Moscow performance, which company officials hailed as "one of the most successful brand launches worldwide in BAT's history."

Since August, more than one billion of the new brand cigarettes have been sold in Moscow -- making it Moscow's sales leader, said Adrian Marshall, BAT's marketing director. "Yava is the king of the Moscow market," he said.

A 50 percent growth of the Yava family in 1997 allowed it to capture 20 percent of the city's entire cigarette market and 40 percent of its "value-for-money" medium-price market, Marshall said.

Besides Yava Zolotaya, which sells at about 4 rubles a pack (about 70 cents), the BAT-Yava factory produces two cheaper Yava brands, which sell for 2.2 rubles and 2.5 rubles a pack.